The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance

This study aims to explain the role of digital marketing adoption in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance, which is seen from the perspective of financial performance and non-financial performance. This research was conducted...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	I Gusti Ayu Ketut Giantari, Ni Nyoman Kerti Yasa, Herkulanus Bambang Suprasto, Putu Laksmita Dewi Rahmayanti
Formato:	article
Lenguaje:	EN
Publicado:	Growing Science 2022
Materias:	Social Sciences H Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/9b8b1ef7c9734e23bbd5f5f3de5219cd
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:9b8b1ef7c9734e23bbd5f5f3de5219cd
record_format	dspace
spelling	oai:doaj.org-article:9b8b1ef7c9734e23bbd5f5f3de5219cd2021-11-10T14:30:41ZThe role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance2561-81482561-815610.5267/j.ijdns.2021.9.006https://doaj.org/article/9b8b1ef7c9734e23bbd5f5f3de5219cd2022-01-01T00:00:00Zhttp://www.growingscience.com/ijds/Vol6/ijdns_2021_68.pdfhttps://doaj.org/toc/2561-8148https://doaj.org/toc/2561-8156 This study aims to explain the role of digital marketing adoption in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance, which is seen from the perspective of financial performance and non-financial performance. This research was conducted on the culinary sector SMEs in Bali. The size of the sample used is 210 culinary sector SMEs with a purposive sampling approach, namely the culinary sector SMEs that have adopted digital marketing. The analytical tool used is SEM-PLS. The results of the study show that the effect of the COVID-19 pandemic and the intensity of competition has a negative and significant effect on business performance, both financial and non-financial performance. The adoption of digital marketing was unable to mediate the effect of the COVID-19 pandemic and the intensity of competition on financial performance, but the adoption of digital marketing was capable in mediating the effect of the COVID-19 pandemic and the intensity of competition on non-financial performance. Therefore, the adoption of digital marketing needs to be re-optimized to improve business performance, both financial and non-financial performance.I Gusti Ayu Ketut GiantariNi Nyoman Kerti YasaHerkulanus Bambang SuprastoPutu Laksmita Dewi RahmayantiGrowing SciencearticleSocial SciencesHManagement. Industrial managementHD28-70ENInternational Journal of Data and Network Science, Vol 6, Iss 1, Pp 217-232 (2022)
institution	DOAJ
collection	DOAJ
language	EN
topic	Social Sciences H Management. Industrial management HD28-70
spellingShingle	Social Sciences H Management. Industrial management HD28-70 I Gusti Ayu Ketut Giantari Ni Nyoman Kerti Yasa Herkulanus Bambang Suprasto Putu Laksmita Dewi Rahmayanti The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance
description	This study aims to explain the role of digital marketing adoption in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance, which is seen from the perspective of financial performance and non-financial performance. This research was conducted on the culinary sector SMEs in Bali. The size of the sample used is 210 culinary sector SMEs with a purposive sampling approach, namely the culinary sector SMEs that have adopted digital marketing. The analytical tool used is SEM-PLS. The results of the study show that the effect of the COVID-19 pandemic and the intensity of competition has a negative and significant effect on business performance, both financial and non-financial performance. The adoption of digital marketing was unable to mediate the effect of the COVID-19 pandemic and the intensity of competition on financial performance, but the adoption of digital marketing was capable in mediating the effect of the COVID-19 pandemic and the intensity of competition on non-financial performance. Therefore, the adoption of digital marketing needs to be re-optimized to improve business performance, both financial and non-financial performance.
format	article
author	I Gusti Ayu Ketut Giantari Ni Nyoman Kerti Yasa Herkulanus Bambang Suprasto Putu Laksmita Dewi Rahmayanti
author_facet	I Gusti Ayu Ketut Giantari Ni Nyoman Kerti Yasa Herkulanus Bambang Suprasto Putu Laksmita Dewi Rahmayanti
author_sort	I Gusti Ayu Ketut Giantari
title	The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance
title_short	The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance
title_full	The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance
title_fullStr	The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance
title_full_unstemmed	The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance
title_sort	role of digital marketing in mediating the effect of the covid-19 pandemic and the intensity of competition on business performance
publisher	Growing Science
publishDate	2022
url	https://doaj.org/article/9b8b1ef7c9734e23bbd5f5f3de5219cd
work_keys_str_mv	AT igustiayuketutgiantari theroleofdigitalmarketinginmediatingtheeffectofthecovid19pandemicandtheintensityofcompetitiononbusinessperformance AT ninyomankertiyasa theroleofdigitalmarketinginmediatingtheeffectofthecovid19pandemicandtheintensityofcompetitiononbusinessperformance AT herkulanusbambangsuprasto theroleofdigitalmarketinginmediatingtheeffectofthecovid19pandemicandtheintensityofcompetitiononbusinessperformance AT putulaksmitadewirahmayanti theroleofdigitalmarketinginmediatingtheeffectofthecovid19pandemicandtheintensityofcompetitiononbusinessperformance AT igustiayuketutgiantari roleofdigitalmarketinginmediatingtheeffectofthecovid19pandemicandtheintensityofcompetitiononbusinessperformance AT ninyomankertiyasa roleofdigitalmarketinginmediatingtheeffectofthecovid19pandemicandtheintensityofcompetitiononbusinessperformance AT herkulanusbambangsuprasto roleofdigitalmarketinginmediatingtheeffectofthecovid19pandemicandtheintensityofcompetitiononbusinessperformance AT putulaksmitadewirahmayanti roleofdigitalmarketinginmediatingtheeffectofthecovid19pandemicandtheintensityofcompetitiononbusinessperformance
_version_	1718440019894468608

The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance

Ejemplares similares